Creative Spot

AUDI Presentation Auto China
awake the dragon

The challenge

To showcase the new Audi TT Concept Car during the press conference at Auto China, Audi needed an original, sensational film that moved visitors and at the same time encouraged flights of imagination.

Our solution

The clip communicated the vision and the driving enjoyment of the Audi TT: a model car, controlled by a child, drives around in a concrete world full of detailed animated light paintings. In the connection between real image and light painting stop motion, the imaginary world of a child becomes reality in a 4k video production.

»Working together with Lichtfaktor was a fantastic experience. They are very quick and flexible, managing to start production only two weeks after first contact...«
»...The team had great confidence in the project from the get-go, producing an amazing film thanks to a lot of commitment and creativity...«
»...The trade show film for the premier of our show-car in Peking 2014 was a great success - thank you.«
Manuel Zagovec, TV Communication, Audi AG

Light-painted animations with great attention to detail allow us to live the dreams of boyhood.

In just four days of shooting, we did hundreds of individual images to create a very special film that communicated the complexity of the high-tech Audi TT Concept Car but still touched the audience – because it wasn’t the technology that we focused on, but the human factor.

Why we love this project

It is our strength to capture complex content in simple emotional images. We love it when our light paintings interact with reality. In this production everything came together. And it wasn’t just the result that moved us – the public reaction was likewise very touching.